Marketing Of

Dabur HonitusCough Drops

ByTanubhav Tyagi

12HR-032

Introduction• Dr S K Burman started the business in 1884 in Kolkata

• Leading personal and healthcare company : Among top four FMCG Companies in India

• Revenue of more than Rs. 5 billion and profits of more than Rs. 1.4 billion in FY2011-12 • Strong brand equity

– Dabur is a household brand

– Vatika and Real are Superbrands

– Hajmola , Real & Dabur ranked among India’s Most Admired Brands

• Wide distribution network covering 2.8 million retailers across the country

• Strong overseas presence with 18% contribution to consolidated sales

• Success story is based on dedication to nature

• 3 major Strategic Business Units- Consumer Care Division (CCD), Consumer Health Division (CHD), International Business Division (IBD)

Dabur’s Distribution Network

Objective To understand the factors that influence purchase of Dabur Honitus cough drops and suggest recommendations that will help in increasing its market share by twofold in the next three years.

Aim To study the Indian cough drops market and suggest strategies for improvement and increase of market share of Dabur Honitus.

Scope The study was conducted from April 2013 to May 2013. The scope of this research is limited to the geographical region of Delhi NCR.

METHODOLOGY OF THE PROJECT

There are two main types of data collection i.e.• Primary Data • Secondary data

Primary Data• A survey was conducted on one-to-one basis with first customer where

number of respondents was 60.• Data was also collected by visiting 65 chemists and 57 grocers in the Delhi

NCR region.Secondary Data• Internet• Neilson data

Results and Data Analysis

• Consumer Survey

4. Factors influencing the purchase decision of Consumers

Improvements Metrics

Brand Awareness

Analysis:

100% consumers feel that Honitus should advertise its product more to increase its awareness in

the market.

Availability

Analysis:

The above chart shows that all the respondents believe that Dabur Honitus lacks in terms of

availability so it needs to improve on this part.

Type of Sales (Push/Pull) Vicks

Push led8%

Pull led92%

Type of Sales for Chemists

Push led 9%

Pull led91%

Type of Sales for Grocers

Honitus

Push led82%

Pull led18%

Type of Sales for Chemists

Push led 84%

Pull led16%

Type of Sales for Grocers

Best Stock Keeping Units for Dabur Honitus

100 jar5%

1200 jar3%

150 jar3%

200 jar13%

300 jar63%

500 jar15%

Best Stock Keeping Unit(Chemists)

100 jar8% 150 jar

13%200 jar

8%

300 jar63%

500 jar10%

Best Stock Keeping Unit (Grocers)

Does Point of Sales (Dispensers, Boards, posters etc.) work?

no23%

yes78%

Chemists

no15%

yes85%

Grocers

Types of Stock Keeping Units for Various Cough Drop Brands(No. Of Cough Drops in

Jars)

ConclusionsConsumer Survey• The entire cough drops market is highly dependent on the climate conditions i.e. winters.• The promotion and advertising of Dabur Honitus is not adequate and needs to be improved.• The overall availability of the product in stores is not adequate. This is a major area of concern

specially because Dabur Honitus is an OTC product, and its unavailability in the market shifts the purchase to its competitor. Thus this is a major reason for its overall lower market share.

• There are no advertisements or any other promotions for Dabur Honitus; there is advertisement for Dabur Honitus cough syrup. Thus people are aware of the Dabur Honitus brand, but because of its syrup, and thus are not aware about the availability of its cough lozenges in the market.

• It was observed through consumer survey that Dabur Honitus had low menthol content.• 62% respondents are advised by the chemists and grocers to take cough drops.

Market Survey• Point of sales is important in driving people to buy a product so Dabur Honitus should improve on

this.• Schemes of Vicks, which is the market leader, were higher than that of Dabur Honitus.• It was observed that Dabur Honitus was not found in Groceries as compared to Vicks.

Channel Skew• It was observed that a large part of sales of Vicks comes from groceries and pan wala’s and Dabur

Honitus does not cater to pan wala’s and groceries

Recommendations

Product Offering• The company should introduce jars with mixed variants i.e. menthol; lemon and ginger so as to increase the

sales of the product.• Similar to 130 lozenges Vicks refill pack Dabur Honitus can also come up with a refill pack.• Dabur Honitus should improve its efficacy in order to drive consumers to purchase it.

Consumer

• Create awareness of the product and thus increasing the sales.• The company should create a perception of efficacy in the minds of the people like Vicks has created in its

advertisements.• New television advertisements can be shown to consumers claiming its high efficacy.• Dabur Honitus should be advertised on television since 37% of the total respondents came to know about

their brand through television. • Since the data shows that Point of Sales helps in increase sales so Dabur Honitus can be kept in Dispensers

in groceries and chemists and posters can be put to advertise.

Channel and Trade• Dabur should do brand promotion activities for retailers and wholesalers to encourage them to sell more of

Dabur Honitus. In this Dabur can give more schemes, incentives and can tie up with other companies so that it can shoot up sales in terms of volume.

• Focus on Groceries where we have limited presence to increase the overall availability of the product. • Local competition should not be under estimated, as these are the players who are taking the majority

chunk of the market. • Since most of the retailers and wholesalers said that point of sales (dispensers, posters etc.) work in

increasing sales so Dabur Honitus should put posters and dispensers.